Audience Selection Research Articles

Audience selection for maximizing social influence

AbstractViral marketing campaigns target primarily those individuals who are central in social networks and hence have social influence. Marketing events, however, may attract diverse audience. Despite the importance of event marketing, the influence of heterogeneous target groups is not well understood yet. In this paper, we define the Audience Selection (AS) problem in which different sets of agents need to be evaluated and compared based on their social influence. A typical application of Audience selection is choosing locations for a series of marketing events. The Audience selection problem is different from the well-known Influence Maximization (IM) problem in two aspects. Firstly, it deals with sets rather than nodes. Secondly, the sets are diverse, composed by a mixture of influential and ordinary agents. Thus, Audience selection needs to assess the contribution of ordinary agents too, while IM only aims to find top spreaders. We provide a systemic test for ranking influence measures in the Audience Selection problem based on node sampling and on a novel statistical method, the Sum of Ranking Differences. Using a Linear Threshold diffusion model on two online social networks, we evaluate eight network measures of social influence. We demonstrate that the statistical assessment of these influence measures is remarkably different in the Audience Selection problem, when low-ranked individuals are present, from the IM problem, when we focus on the algorithm’s top choices exclusively.

A Too Intimate Internet: What is Wrong with Precise Audience Selection?

AbstractIt is commonly recognized that the modern capacity for mass online communication carries various dangers: fake news, rampant conspiracy theories, trolling, and so forth. It is less commonly realized that moral problems remain when the contents of online communications are completely innocuous. This article discusses one of the noteworthy features of modern digital technology, the fact that it is possible to precisely target specific audiences, and argues that this can make mass communications such as advertising and political campaigns morally problematic. What is more, this holds even if the communicator is using only rational persuasion. In being selective about who sees which arguments, one becomes liable to mislead the audience despite sticking to honest, evidence-based, rational argumentation.

Promoting sport organisations inclusivity initiatives: tailored message frames and audience selection to drive change and attitude towards team

ABSTRACT Sporting organisations are increasingly marketing their LGBTQI+ initiatives. However, limited research provides insights and guidance on how to effectively communicate these initiatives to improve attitudes towards a team and support for the cause. To address this gap, the current research uses Construal Level Theory and cognitive appraisal theory as guiding frameworks to explore how different message frames and target audiences can improve perceptions of sporting organisations being value-driven in their inclusivity initiatives and enhance positive emotional responses of individuals. Two experimental studies were conducted (Study 1 – Australian sport followers n = 403, Study 2 – U.S. sport followers n = 455), with results showing that concrete (as opposed to abstract) message frames targeted towards fans (as opposed to individuals or the community) can enhance support for both inclusivity and attitude towards the team. This is explained by appraisals of value-driven motives and affection as a positive emotional response. The findings have important implications for sport management literature and practice relating to inclusivity marketing, LGBTQI+ initiatives, message framing, construal level theory, and cognitive appraisal theory.

Research on Movie Reviews based on Network Communication

This article analyzes the popularity and audience scope of movie reviews, and reveals the important position of movie reviews in online communication. Conduct an in-depth analysis of the diverse forms of film reviews, including written reviews, film review videos, social media discussions, etc., and explore their impact on review content and audience engagement. Study users' participation levels, interaction forms and opinion exchanges in online movie reviews, and reveal users' roles and behavioral characteristics in reviews. It also explores the impact of fake reviews and trolls on the authenticity and credibility of reviews, as well as the impact of information overload and screening difficulties on audience selection and decision-making. Finally, an information review mechanism and personalized recommendation technology to strengthen online movie reviews are proposed to help users better filter and obtain movie review information that meets their preferences.

Media stereotypes, prejudice, and preference-based reinforcement: toward the dynamic of self-reinforcing effects by integrating audience selectivity

Abstract The media portray various social groups stereotypically, and studying the effects of these portrayals on prejudice is paramount. Yet, audience selectivity—inherent within today’s high-choice media environments—has largely been disregarded. Relatedly, the predominance of forced-exposure designs is a source of concern. This article proposes the integration of audience selectivity into media stereotype effects research. Study 1 (N = 1,166) indicated that prejudiced individuals tended to approach prejudice-consistent stereotypical news and avoid prejudice-challenging counter-stereotypical news. Using a forced-exposure experiment, study 2 (N = 380) showed detrimental effects of prejudice-consistent news and beneficial effects of prejudice-challenging news. Relying on a self-selected exposure paradigm, study 3 (N = 1,149) provided evidence for preference-based reinforcement. Study 4’s “net-effect perspective” (N = 937) indicated that operationalizing exposure as forced or self-selected can lead to different interpretations of actual societal effects. The findings emphasize the key role played by audience selectivity when studying media effects.

Role Reversal: An Overview of Audiovisual Translation into English

This article depicts the current state of the art of English-language audiovisual translation (AVT) and sheds light on the recent changes impacting media localisation practices, viewing patterns, and viewer agency. The motivations that have catapulted practices like subtitling and dubbing into English on video-on-demand (VOD) platforms are considered, and special emphasis is placed on the move from English-language content to the production and distribution of originals created in a multitude of languages and showcased on streaming platforms with subs and dubs in English. Some of the latest technological advancements are discussed as they have influenced the viewing experience and audience selection of AVT modes, leading to a significant change in viewing patterns and preferences of anglophone viewers. Challenges posed to studying and training in English AVT are identified and the importance of inverting one’s gaze and perceiving English as the target language of translation, rather than the source language, is stressed in this new paradigm. Concrete suggestions are made for potential avenues of research in this flourishing field, which will hopefully contribute to painting a more detailed picture of English AVT.

Türkiye’de Matematik Eğitimi Alanında Toulmin Argümantasyon Modeli’nin Kullanıldığı Lisansüstü Tezlerin İncelenmesi

The aim of this study is to examine the theses published in the field of mathematics education in Turkey in which Toulmin Argumentation Model was used. It has been analyzed how the prepared theses were distributed in terms of publication year-type, publication language, institute, university, keywords, aims and target audience. In this study conducted by document analysis method, 23 theses in the field of mathematics education, covering a total of 12 years until the end of 2022 without considering any start date, from the theses open to access in the National Thesis Center database of the Council of Higher Education (YÖK) were analyzed. The obtained studies were subjected to descriptive analysis and the analyzed data were presented in tables with frequency and percentage values. Within the scope of the research, some basic results were reached such as; argumentation studies using Toulmin Model in mathematics education have been studied more intensively from the past to the present, Turkish studies are conducted more frequently than English studies in terms of publication language, studies conducted at the doctoral level at the level of institutes are more or equal to the studies conducted at the master's level, university students and secondary school students are preferred more intensively in the selection of the target audience. This study aims to guide the studies that center on the Toulmin Argumentation Model in mathematics education. In addition, it is thought to contribute to the researchers to see the concentration or deficiencies in the field and to encourage the filling of the gap in the field by conducting applications with different study groups rather than working with the same study groups.

Communication Strategies of Regional Technical Implementation Unit of Children and Women Empowerment Integrated Service Center (UPTD P2TP2A) in Accompanying and Dealing with the Victims of Domestic Violence and Sexual Abuse on Children in North Sumatera Province

The purpose of this research is to analyze communication strategies of regional technical implementation unit of children and women empowerment integrated service center (UPTD P2TP2A) in accompanying and dealing with the victims of domestic violence and sexual abuse on children in North Sumatera Province. This research is conducted using a qualitative approach. The research subjects in this study are as many as 5 people who were directly involved in assisting and handling victims at UPTD P2TP2A North Sumatra Province, namely the Head of UPTD P2TP2A, Head of Service Section, Head of Coordination and Cooperation Section, Legal Counselor Expert Staff, and Mediators. The data collection techniques applied in this study include are observation, in-depth interview, and documentation. The data analysis technique used in this study is qualitative data analysis using an interactive model used by Miles and Huberman. The results show that communication strategies of regional technical implementation unit of children and women empowerment integrated service center (UPTD P2TP2A) as victims of acts of violence and sexual harassment are carried out by considering five components, namely the strategy for selecting the communicator/the role of the communicator, the strategy for determining the message, the strategy for selecting media, audience selection strategies, and the resulting effects. Keywords: Communication Strategies, Domestic Violence, Sexual Abuse, Children

ІНТЕГРОВАНА СИСТЕМА МАРКЕТИНГОВИХ КОМУНІКАЦІЙ В МІЖНАРОДНОМУ МАРКЕТИНГУ

The article examines the peculiarities of the implementation of an integrated system of marketing communications as an element of international marketing in the institution's activities. The author defined the main principles of the integrated system of marketing communications and developed a scheme of the main stages of implementation of this system in the international marketing activity of the institution. An integrated system of marketing communications in the structure of international marketing makes it possible to increase the effectiveness of marketing communications and ensure their integration, which is especially important in the conditions of growing competition and saturation of the global market. The Sumy National Agrarian University was chosen as the object of the study, which trains Ukrainian and foreign students, which proves the fact that the educational institution operates on the international market and uses international marketing tools. On the example of SNAU, the possibility of using an integrated system of marketing communications during the work of attracting education seekers from different countries of the world was investigated. The author determined that an integrated system of marketing communications for an educational institution will consist of advertising, career guidance activities, exhibition activities, public relations (PR), personal communications and the Internet. It has been established that in order to properly build an integrated system of marketing communications of an educational institution, it is necessary to implement the following steps in the international marketing system – the selection of the target audience using the 5W methodology, the selection of the main goal for the implementation of communications in terms of the strategic goals of the institution and the analysis of the communication channels of the educational institution and the selection of the best of them. The author identified the main advantages of implementing an integrated system of marketing communications in the international marketing strategy of an educational institution.

ФОРМУВАННЯ СИСТЕМИ УПРАВЛІННЯ ПРОДАЖАМИ НА ПІДПРИЄМСТВІ: ЦІЛІ, ЕЛЕМЕНТИ ТА ІНСТРУМЕНТИ

The article substantiates the importance and necessity of forming a sales management system at the enterprise in modern conditions, defines its characteristic components, and proposes an author's approach to the development of goals, elements and tools of this system. The essence of building a sales management system is presented in the context of the approach, according to which it is not just one of the important areas of improving enterprise management, but also a complex socio-economic process, the goal of which is to ensure the maximum satisfaction of consumer needs. It is substantiated that effective sales management cannot be achieved without the correct definition of its goals, and a system of goal setting in this area has also been formed. The main goals of sales management include: sales growth; selection of the target audience; positive impact on the productivity of the company, the entire sales department and each individual employee; choosing the appropriate management style and control methods; labeling of goods, the sale of which requires special attention; adaptation of the strategy to the needs of the market; prevention of difficult situations (creating conditions under which their occurrence is impossible). The main components of sales management strategies are listed, among which the following are highlighted: sales plan; refusal to recognize the principle "sell as expensive as possible!" as the main and only one for the head of the sales department; collection and processing of necessary information for marketing strategy; necessary information on the development strategy; risks and their neutralization. It was determined that in order for the company to maintain a stable position in the market, the sales management system should contain many different components: definition of the target group; existing sales channels; channel management; organization of work of the sales department; management of the sales department; relationship management; adaptation of the distribution system. A systematization was carried out and a comprehensive description of the main sales management tools at the enterprise was presented, among which the following were highlighted: sales planning; sales organization; sales automation; sales control; sales analysis; sales motivation.

Leveraging Blockchain Technology to Transform Traditional Marketing Strategies into Secure and Efficient Practices

The suggested approach, dubbed Blockchain-Enabled Secure Marketing (BESM), utilizes blockchain technology to usher in a new age in digital advertising. To solve the problems that have plagued marketing in the past, BESM combines three cutting-edge algorithms: Decentralized Identity Verification (DIVA), Consensus-Driven Targeting (CDTA), and Immutable Performance Analytics (IPAA). DIVA offers user privacy and security via decentralized identity verification, leveraging cryptographic hashes and digital signatures. CDTA revolutionizes audience selection by combining consensus-driven decision-making, encouraging accuracy and democratic involvement. IPAA protects marketing performance metrics on the blockchain, making all of the data contained within immutable and public. The results of these experiments show that BESM is superior to conventional approaches, and that it provides superior data security, user privacy, efficiency, and transparency. Algorithms as a whole strengthen the marketing ecosystem by making it more reliable and customer-focused landscapes.

Agritourism sector of Kazakhstan: attracting foreign direct investment

The investment policy of each country is aimed to increase investment in potential areas of economy. Tourism in the world market, including in agricultural sector, has become an attractive industry for investors who are planning long-term income. The goal is to analyze how effective it is to attract foreign direct investment in agro-tourism complex of Kazakhstan. To achieve this goal, methods of organizing interviews with specialists and a survey of existing representatives of tourism business were used. The results were obtained by integrating qualitative and quantitative analysis in the course of survey with targeted audience selection. Results – the positive impact of investments of foreign countries in agritourism was revealed, since developing countries are most interested and need to invest in tourism activities. The initiative is justified by the fact that targeted bank deposits have both direct and indirect impact on other market segments, creating new jobs, developing services, and improving infrastructure. Conclusions – the estimated position of entrepreneurs in rural tourism revealed the low potential of the republic for external sources of financing, since there are a number of factors that reduce investment opportunities. Taking into account the negatively affecting inhibitors, recommendations have been developed to increase investment activity based on the analysis of secondary data with the study of foreign experience and primary materials obtained during the collection of information and interviews. For comparison, the example of Uzbekistan was used, with similar economic, cultural and historical characteristics. In addition, business tourism of this destination positions the tourist product, having resources similar to those of the Republic of Kazakhstan on the world stage.

The Impact on Audience Media Brand Choice Using Media Brands Uniqueness Phenomenon

While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media brand choice and attention. Numerous studies highlight the significance of content as an element of the media brand and its vital role in audience selection. In a market where news and information are oversaturated and comparable, the dilemma for news media companies is what distinguishes them when the news content may be the same across all channels. Multi-platform consumption deludes and decreases brand associations, thus providing media brands with even more challenging brand differentiation and strong brand association management. The younger Generation Z prefers and uses more global and social media platforms than national media from the media audience perspective and future audiences. This audience consumes less national media than global and social media platforms. This is especially true of younger viewers, who are more focused on platforms and experiences. In a setting where cross-platform distribution stresses the significance of media brand associations and content experiences, the capacity of media brands to maintain brand preference and choice in a highly competitive market becomes increasingly crucial. According to the authors’ analysis, data reveals that younger audiences consume less national media and prefer international media, which raises the spectrum of future domestic media audiences. Examining the unique characteristics of media brand associations that positively influence audience preference and media brand choices among younger audiences would not only answer some difficult questions for national media brands concerning how to attract younger audiences, but it would also lay the groundwork for meeting the needs of audiences for a unified media brand experience across numerous platforms, without sacrificing strong and unique media brand associations. This study focuses on national news media brands and analyses the attributes of news media brands, as well as their significance for the Generation Z audience in media brand choice and engagement. The study highlights the importance of content experience in defining the uniqueness of media brands and its effect on brand selection and audience consumption. The authors used linear regression analyses and the decision tree approach to predict the most significant correlations between media brand attributes and brand uniqueness.

Pelatihan Pengolahan Sampah Organik: Metode Panen Eco-enzym dan Penggunaanya

Eco-enzyme is a multifunctional liquid produced from the fermentation of waste or organic waste, brown sugar/sugar, and water. Eco-enzyme is a magic liquid whose benefits are very environmentally friendly, such as in the eco-enzyme production process to produce O3 gas (same as planting 10 trees), one liter of eco-enzyme solution can purify polluted rivers, such as antiseptics and fertilize the soil. This activity has been carried out at SMA Negeri 2 Skanto in 2020, but now it is devoted to the method of harvesting ecoenzymes and their use. The purpose of this activity is to first introduce a training program on organic waste management on eco-enzyme harvesting methods and their use; secondly, through service, it can produce outputs in the form of a national service journal. This activity was held on August 4, 2021 at SMA Negeri 2 Skanto, Keerom. The target audience involved in this activity are high school students. The selection of the target audience is based on the duties and obligations of students to build Adiwiyata High School that loves the environment. The methods used in the implementation of this activity are lectures, simulations and practice of harvesting methods and their use. In conclusion, the participants were enthusiastic and knew about the harvest and the use of ecoenzymes. Based on the results of the evaluation showed that the level of satisfaction of participants was high when viewed from the percentage of all aspects.Keyword: eco-enzym; skanto; adiwiyata; fermentation; enviroment

DIGITAL ADVERTISING PRACTICES: ADVERTISING AGENCY PERSPECTIVE

Purpose- Nowadays, digitalism has changed consumers’ a lot consumption habits. Advertising has also evolved from conventional advertising to digital advertising depending on the developments. Consumers’ attitude and behavior are followed in digital area. Digital advertising agencies can use different channles when interpreting consumer behaviour. Aim of this research is to evaluate digital advertising practices and explore the way digital agencies interpret the consumers’ behaviors and how to take action in accordance. Methodology- In this research, qualitative research method was adopted. With co-founder of Profaj Digital Marketing and Advertisement Agency, semi-structured and in-depth interviews were conducted. Data gathered from in-depth interviews were converted into codes and afterwards themes were created. Findings- Findings, in context of targeting, digital advertisement ecosystem and types of social media advertising are the themes created in this research. Target audience selection gains value in terms of which channels advertising agencies can apply to reach consumers. Digital advertising ecosystem exists in across application and has impact on marketplace and competition directly. Types of social media advertising bring producers and consumers together and is crucial for advertising agencies to determine consumer segment. Conclusion- Digital footprints of consumers, search engine optimization techniques and several methods applied in social media advertising, are the most important factors used to understand consumers’ behaviors and target accordingly. Targeting by digital footprint and showing the advertisement that may be getting attention from consumers, who are segmented due to their behavior, are provided through different channels in marketplace. Keywords: Digital marketing, digital advertising, digitalism, targeting, qualitative research methods JEL Codes: M31, M37, N30

Marketing Model of Tourism Enterprises Based on New Media Environment

New media is a scientific and technological product under the background of the new era, and now new media technology has been widely used in all aspects of social development, and it has spawned the arrival of the new media era. In the new media environment, the survival and development environment faced by enterprises have undergone earth-shaking changes; if you still follow the traditional marketing methods, it will not only reduce the effectiveness of marketing but also because of the deviation from the development requirements of the times be eliminated, bringing threats to the survival and development of enterprises. The development of new media, represented by the Internet and mobile phones, has brought great changes to various industries in the world including tourism. The market size of the travel network is expanding, and online sales are soaring. At the same time, all kinds of tourism organizations often have blind optimism in the construction of tourism networks and lack of reasonable application means, so that tourism network marketing is far from exerting its potential in reality; on the one hand, it cannot provide transaction services that satisfy both supply and demand; on the other hand, it also affects the economic benefits of tourism organizations. Compared with the rapid development of the tourism media industry, the theoretical research related to the actual situation lags significantly. Although the number of related studies at home and abroad is increasing, most of them stay at the level of explanation and introduction, and the analysis of the tourism industry chain is not enough. The breadth and depth of the study are sorely lacking. The future letter needs to summarize the successes and failures of the development of the tourism media industry from a theoretical height and carry out theoretical improvement to guide practice, and it also needs to strengthen forward-looking research, summarize the laws and models, and put forward practical implementation plans to improve the overall development level of the tourism and media industry. Aiming at the problem of new media marketing strategy in shopping tourism scenic spots, this paper applies descriptive research, questionnaire survey, statistical processing, mathematical model, and other research methods to analyze the characteristics of new media such as prominence of personalization, increased audience selectivity, and diversified forms of expression presented by new media compared with traditional media, as well as the differences between the two in terms of communication status, dominant state, and audience state. 4I Marketing theory is applied to new media marketing, the changes in the marketing environment and marketing needs under the background of new media, and the extensive impact of these changes on the marketing mix strategy; the basic strategies and expected effects of new media marketing of tourism enterprises are studied from the aspects of product, price, channel, and promotion; the IPA model is constructed, and the empirical analysis of the shopping tourist attractions of Changshu Garment City in China is carried out. Through the research of this paper, in theory, the understanding of new media marketing is enriched, and in fact, it provides guidance for optimizing the new media marketing strategy of tourist attractions.

Social Debunking of Misinformation on WhatsApp: The Case for Strong and In-group Ties

In this paper, we argue that WhatsApp can play an important role in correcting misinformation. We show how specific WhatsApp affordances (flexibility in format and audience selection) and existing social capital (prevalence of strong ties; homophily in political groups) can be leveraged to maximize the re-sharing of debunking messages, such as those accessed by WhatsApp users via ChatBots and Tip-Lines. Debunking messages received in the format of audio files generated more interest and were more effective in correcting beliefs than text- or image-based messages. In addition, we found clear evidence that users re-share debunks at higher rates when they received them from people close to them (strong ties), from individuals who generally agree with them politically (in-group members), or when both conditions are met. We suggest that WhatsApp leverages our findings to maximize the re-share of those fact-checks that are already circulating on the platform by using the existing social capital in the network, unlocking the potential for such debunks to reach a larger audience on WhatsApp.

Product design for people with Rheumatoid Arthritis and its relationship with stakeholder’s expectations

Approximately 6.2% of the Brazilian population has some disability, from which 1.3% declare to have some physical disability. Rheumatoid Arthritis (RA) is a systemic and autoimmune disease that affects about 0.4% to 1.3% of the world population, being more common in women. In advanced stages, the disease can cause severe impairment in small joints, limiting individuals' movements and impairing their independence and autonomy. Assistive Technology (AT) aims to promote actions that enable People with Disabilities or Reduced Mobility to execute their daily activities in the most normal and independent manner possible. However, studies show high rates of abandonment of AT devices for reasons generally related to the effectiveness of the product itself. Thus, this study aims to carry out data collection, organization, and analysis to understand the expectations of stakeholders about the development of new AT devices for individuals with RA. For this, the technical research procedures were segmented as follows: Phase 1 – Theoretical Foundation; Phase 2 – Selection of Target Audience and Sampling; Phase 3 – Data Survey; and Phase 4 – Data Organization and Analysis. Through the procedures adopted, it was possible to verify that there are significant differences between the expectations of stakeholders concerning the development of new AT products for individuals with RA, which can directly imply user satisfaction, consequently generating the abandonment of these devices if they do not meet the expectations.

Exploring the Utility Versus Intrusiveness of Dynamic Audience Selection on Facebook

In contrast to existing, static audience controls that map poorly onto users' ideal audiences on social networking sites, dynamic audience selection (DAS) controls can make intelligent inferences to help users select their ideal audience given context and content. But does this potential utility outweigh its potential intrusiveness? We surveyed 250 participants to model users' ideal versus their chosen audiences with static controls and found a significant misalignment, suggesting that DAS might provide utility. We then designed a sensitizing prototype that allowed users to select audiences based on personal attributes, content, or context constraints. We evaluated DAS vis-a-vis Facebook's existing audience selection controls through a counterbalanced summative evaluation. We found that DAS's expressiveness, customizability, and scalability made participants feel more confident about the content they shared on Facebook. However, low transparency, distrust in algorithmic inferences, and the emergence of privacy-violating side channels made participants find the prototype unreliable or intrusive. We discuss factors that affected this trade-off between DAS's utility and intrusiveness and synthesize design implications for future audience selection tools.

The Communication Strategy of the Indonesian Solidarity Party (PSI) in the 2019 General Election Political Campaign in New Zealand

This research analyzed the PSI political campaign strategy in gaining votes from overseas voters by taking the case of PSI’s victory in the 2019 general election in New Zealand. The main question in this paper is how the PSI political campaign strategy in New Zealand could win votes in the 2019 general election? To tackle this question, we used a communication strategy theory that emphasizes the vision and mission criteria, programs and activities, objectives and results, audience selection, message formulation, identification of message carriers, and communication/media mechanisms. This research utilized a qualitative method with two data collection techniques—primary and secondary. This research aims to examine the political campaign strategy of PSI in the 2019 general election in gaining overseas voters, specifically focusing on the winning of PSI in New Zealand. This study also aims to draw the campaign strategy, message processing and communication media used to attract overseas voters to gain victory.